Since only a few northern U.S. states might get a glimpse of the Northern Lights sky this week, Volvo Car USA is bringing the images to the masses.
The automaker is offering a different view of the Northern Lights on big screens in New York and Los Angeles with a campaign to promote its new all-electric vehicle offering, the Volvo EX30.
The vehicle was recently revealed to the world in Milan, Italy and is available for pre-order now in the U.S. It is the automaker’s first small premium SUV and expands its all-electric offering to four models.
Through July 26, a total of seven massive billboards created by AKQA will appear across the two cities displaying the Northern Lights, a common marvel of the night sky seen in Volvo’s home country of Sweden,.
The campaign also takes cues from the ambient lighting features found in the EX30, where drivers and passengers will be able to choose from five lighting themes, each inspired by different Scandinavian landscapes and subtly shifting in color — including the Northern Lights.
While the Northern Lights are often seen in Sweden, this opportunity for some U.S. residents to get a look is quite rare, says Janique Helson, head of brand marketing for Volvo Car USA,
“With its timing closely following the launch of the Volvo EX30, we moved quickly to bring the beauty of both the night sky and the car’s Scandinavian-inspired design and ambient interior lighting to the bustling streets of New York City and Los Angeles,” Helson tells Marketing Daily.